Adobe Digital Roadblock Report 2015 - UK

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DIGITAL ROADBLOCK:2015 EMEA Refresh

June 2015

2ADOBE | DIGITAL ROADBLOCK REFRESH 2015

• Online survey among a total of 1,311 European marketers• Research managed by Edelman Berland• Fieldwork: March 31- April 16, 2015• This study is a refresh of research conducted with a comparable audience

(350 European marketers) in May 2014

Methodology

FRANCE GERMANY U.K.

Language: French

Margin of Error = +/- 4.7

Sample n=433 Sample n=427 Sample n=451

Language: German


Language: U.K. English


Margin of error (total sample) = +/- 2.6

KEY INSIGHTS


KEY FINDINGSUK marketers see the industry changing dramatically and the change is only accelerating; they’re optimistic and see it as an opportunity• Eighty-five percent of Marketers see the changes in marketing as an opportunity (UK 85%)1 ; nearly half (47%) feel

optimistic and are excited (46%) about the changes2.

• While optimistic, UK marketers worry about their ability to keep up (48%, 37% EMEA)3; they feel underprepared for the changes within their industry (41%)4 and feel they are along for the ride rather than driving change (51%)4.

• Marketers believe they are expected to adapt to tech advancements to keep pace with the industry (73%)5 , yet only 19% describe themselves as tech savvy (early adopter)6

New technologies are transforming how marketers interact with their audiences and how marketing effectiveness is measured• 3 in 5 marketers believe new technologies are the driving forces of change (UK 61%, FR 50%; DE 63%)7

• Marketers believe that internet-connected devices enable marketing to permeate every aspect of consumer life (70%)8. Marketers must become skilled in mobile5 (63%) and in delivering consistent customer experience across mobile and IoT devices to reach these consumers9

• New technology is contributing to the change in consumer expectations – consumers now expect immediate responses (79%), compelling content (74%), uniquely tailored marketing (62%) and brands to communicate directly to them (73%)10.

• 58% agree capturing and applying data to inform and drive marketing activities is the new reality8.

• 57% agree that data (metrics from digital ads, campaigns, website, etc.) are informative in evolving their company’s marketing creative8.

Questions Referenced: 1 (Q19) 2 (Q20) 3 (Q26) 4 (Q19) 5 (Q27) 6 (Q4) 7 (QT5) 8 (QT12) 9 (Q28/Q29) 10 (Q22)


KEY FINDINGS (2)

British marketers recognize that a fundamental change to marketing is needed (59%, FR 54%, DE 42%),1 but technological changes haven’t enticed them to abandon traditional marketing approaches • Holding onto old methods continues to be the trend as British marketers are less likely to implement new technologies

(UK 58%, FR 68%, DE 67%)2 and are more likely trust their gut when making decisions3 (UK 55% ,FR 41%, DE 38% )

• Areas identified as most critical in the future, such as IoT and mobile marketing, are also the areas where performance is weakest4

Marketers worry about their company’s ability to keep up (51%)5, as resources and lack of training in new skills are barriers to success • UK marketers see marketing’s influence on strategy decreasing (UK 61% strongly/very strongly in 2015 vs. 70% in

2014)6

• UK marketers are less likely than their European counterparts to believe that the marketing functions is increasingly responsible for contribution to future revenue (UK 64% vs, FR 73%, DE 71%)7

• Lack of resources (41%) and training in new marketing skills (30%) are named as the top barriers to success8

• Mobile Marketer, Data Analyst and Digital Marketer are the most underrepresented roles (29%, 28%, 27% respectively)9

– and these roles continue to be the top areas for hiring need year over year10Questions Referenced: 1 (Q27) 2 (Q1) 3 (QT12) 4 (QT9a) 5 (Q24) 6 (QT1) 7 (Q16) 8 (QT20) 9 (Q12) 10 (T14)

68% believe marketing is at the beginning of a golden age

72% of EMEA believe marketing is at the beginning

of a golden age


45%

15%

55%

85%

Dramatically

Most agree the pace of change in marketing is accelerating, they are divided on how that change is happening

Q18. How do you feel about the pace of change within the marketing industry? Please choose 1 from each pair

The pace of change in marketing is…

Gradually

AcceleratingSlowing

…and that change is happening

86% of EMEA describe the pace of

change as accelerating and

51% of EMEA describe it as

dramatic

8ADOBE | DIGITAL ROADBLOCK REFRESH 2015 Q19. Which of the following best describes how you feel about the changes happening within the marketing industry?

85% see the changes in marketing as an opportunity

87% of EMEA see the changes in marketing as an opportunity


… with nearly half feeling challenged and optimistic about industry changes

Q20. Which of the following adjectives best describes how you feel about the changes happening within the marketing industry today? (Select up to 3 adjectives)

Challenged Optimistic Excited Encouraged Struggling to keep up

49%47% 46%

35%

17%

Top Descriptions Around Industry Changes

56% 55% 44% 32% 16%EMEA


61%

51%

40%

34%30%

23%

58% 48% 38% 30% 38% 20%

New technologies are a driving force behind industry change

QT5. What are some of the driving forces behind the change in the marketing industry? (Select all that apply)

Forces of ChangeEMEA


These technology changes affect personal approaches to marketing…

Internet-connected devices enable marketing to permeate every aspect of consumer’s life

I am more comfortable adopting new technologies once they become mainstream

Traditional marketing is more about driving brand awareness, brand differentiation, & creating demand

Digital marketing is more about driving and rewarding engagement

Marketers need to embrace ‘hyper-personalization’ (i.e., using data to provide the right products, services and content at the right time)

Capturing and applying data to inform and drive marketing activities is the new reality

Mobile is a critical element for marketers to get right

70%

66%

63%

60%

60%

58%

58%

EMEA

69%

56%

61%

62%

60%

60%

57%

T12. Below are some statements that may reflect the extent to which your personal approach to marketing may have changed over the last 12 months. Please indicate how much you either disagree or agree with each statement.

Changes in Personal Approaches – Trended (% Top Two Box)


…And feed the expectation that marketers should keep up with advancements in tech, mobile, and social

Q27. Please indicate whether you disagree or agree with the following statements

Marketers need reassurance in their ability to deliver results

Marketers need to be more data-focused to succeed

Succeeding today involves a fundamental change in the approach to marketing

We won’t succeed unless we have a successful digital marketing approach

It is critical for marketers to become skilled in mobile

The younger generation of marketers brings greater understanding of social and mobile marketing

Marketers are expected to adapt to tech advancements to keep pace with the industry

53%

53%

59%

60%

63%

70%

73%

Attitudes on Marketers (% Top Two Box) EMEA

74%

70%

70%

61%

52%

58%

56%


Consumer expectations are higher than ever –immediate responses and delivery of compelling content are key

Q22. How much do you disagree or agree with each of the following statements relating to consumer expectations today?

Changes in Consumer Expectations (% Top Two Box)

Industry leaders are setting the bar high in terms of consumer expectations for all brands

Consumers demand marketing that is tailored uniquely to them

The rise of mobile and wearable technology has taken marketing where it has never been before

Consumers expect to engage with brands 24/7

Consumers expect brands to communicate directly to them

Consumers expect more compelling content

Consumers expect an immediate response to any post or query

62%

62%

65%

66%

73%

74%

79%

EMEA

78%

77%

69%

65%

72%

69%

62%


Marketers are prepared to implement new technologies to meet these demands

Q16. Please indicate whether you disagree or agree with the following statements about the state of your industry.

Marketing is shifting from interruptive to welcomed according to consumers

Marketing has changed more in the past year than in the previous 5

Marketing is changing faster than any other business function

Marketing today is all about mobile and internet-connected devices

Marketing is increasingly responsible for revenue contribution

Marketing is entirely different today than when I started my marketing career

Marketing is increasingly permeating every aspect of consumers’ lives

Digital tools and proliferation of channels are fundamentally changing the nature of marketing

Marketers need to be prepared to implement new technology to succeed

40%

53%

54%

54%

64%

70%

71%

71%

73%

Attitudes on Marketing/Marketers (% Top Two Box)EMEA

78%

71%

72%

70%

69%

52%

55%

58%

39%


The marketing function has increased in influence in the past five years

Q17. In your opinion, in the past 5 years has the marketing function:

Influence of Marketing

68%Increase

d

7%Decreas

ed

25%Unchange

d

79%Increase

d73%Increase

d

73% of EMEA note an increase

in marketing function

influence in the past five years


Sales Marketing New product development

IT Finance Human resources

43%

26%

11%

7%6%

4%

Strongly/Very Strongly

Moderately

Slightly/Not At All7%

13%

23%

27%

70%61%

Influence on company strategy remains strong, with a quarter saying marketing contributes most to future revenue

QT1. How much does your marketing department influence your company’s overall business strategy? (Please select one only)Q6. At your company, which function has the largest role in delivering future revenue for the company? (Select one)

Marketing Influence on Strategy Largest Contributor to Business Revenue

2014 2015

EMEA41% 25% 17% 7% 4% 4%

EMEAStrongly/Very

Strongly 68% 65%

17ADOBE | DIGITAL ROADBLOCK REFRESH 2015Q26. How do you feel about your own ability to keep up with the changes happening in marketing?

48% of marketers worry about their ability to keep up

37% of EMEA worry about their ability to keep up


Marketers are worried about their ability to keep up, more so than their company’s ability to do so

Q24. How do you feel about your company’s ability to keep up with the changes happening in marketing?Q26. How do you feel about your own ability to keep up with the changes happening in marketing?

49%Not

worried

51%Worried

How worried are you about your company’s ability to keep up with changes in marketing?

How worried are you about your ability to keep up with changes in marketing?

52%Not

worried

48%Worrie

d37% of EMEA is

worried about their own ability to keep up

43% of EMEA is

worried about company’s ability to keep up


While struggles vary, nearly a quarter name big data and marketing measurement as challenges

Q10. Which of the following trends and technologies is most challenging for you as a marketer? (Select up to 3)

Trends and Technologies Challenges

Big

data

and

Mar

ketin

g Mea

sure

men

t

Social M

arke

ting

Real-ti

me

mar

ketin

g

Mob

ile m

arke

ting

E-Co

mm

erce

Med

ia M

ix P

lann

ing

Pers

onaliza

tion

and

Targ

etin

g

Crea

tivity

and

Inno

vatio

n in

mar

ketin

g pr

ogra

ms

24%

20% 19% 18% 17% 16% 15% 14%

24% 19% 18% 17% 16% 12% 18% 17%

EMEA


13%

12%

12%

12%

10%

13%

10%

12%

10%

21%

22%

22%

23%

25%

25%

27%

28%

29%

1 in 3 cite shortages in tech and data related roles. Digital Marketers and Data Analysts are still highly sought after

Q12. Are the following roles underrepresented or overrepresented within your company today?T14. Where does your company need to hire more or less marketing talent in the next 12 months?

Representation of Roles

UnderrepresentedUnderrepresented

22% 23%

28% 22%

26% 24%

17% 22%

16% 16%

12% 22%

18% 19%

16% 13%

11% 15%

Need for Hires2014 2015

Overrepresented

Mobile Marketer

Data Analyst

Digital Marketer

Creative Services

eCommerce Manager

Direct Marketer/Sales

Content Producer

Content Marketer

Events Marketer

EMEA

33%

31%

31%

28%

27%

25%

23%

23%

23%


A successful marketer is seen as tech savvy, but only a fifth of marketers describe themselves in such terms

Q3. Think about the ideal, successful marketer today. How would you describe them?Q4. How would you describe yourself?

45%47%

6%1% 1%

19%

56%

22%

3%0%

Ideal, successful marketer Yourself

Perceptions of Ideal Marketer vs Self

57% 30% 38% 56% 4% 11% 1% 2% 1% 0%

EMEA

22ADOBE | DIGITAL ROADBLOCK REFRESH 2015Q28. How important is it to deliver a consistent customer experience for each of the following devices or channels today?Q30. Which of the following devices and channels do you currently solve for (i.e., deliver content and consistent customer experience)? Select all that apply.

54% of marketers say it’s important to deliver a consistent customer experience on wearables

Only 8% are currently solving for it

53% of EMEA says it’s important to deliver a consistent customer

experience on wearables however only 9% are currently solving for it


A disconnect exists between importance of cross-platform consistency – and ability to solve for it

Q28. How important is it to deliver a consistent customer experience for each of the following devices or channels today?Q30. Which of the following devices and channels do you currently solve for (i.e., deliver content and consistent customer experience)? Select all that apply.

Importance vs. Use of Devices/Channels (% Top Two Box)

A laptop or a desk-top computer

Mobile websites for a smartphone or

tablet

Mobile apps for a smartphone or

tablet

Mobile social media sites

(Twitter, Face-book, etc.)

POS screens Wearables Embedded screens Internet-connected devices and appli-

ances

93%88% 86% 83%

69%

54% 51% 51%

75%

48%

35%

51%

21%

8% 9%17%

Importance Use

88%

65%

89%

51%

87%

41%

81%

49%

66%

20%

53%

9% 55%

10%

50%

15%

EMEA


2/3 see consistent customer experience on wearables as important in three years

Q29. How important will it be to deliver a consistent customer experience for each of the following devices or channels three years from now?

89% 88% 87%84%

71%67% 64% 61%

Future Importance in Customer Experience Delivery Across Devices (% Top Two Box)

85% 89% 90% 83% 71% 69% 64% 64%

EMEA


The need to adapt is immediate: mobile marketing, e-commerce, and content management are projected to be less important in 3 years

Q9. Please select the marketing tactics you believe will be most critical for marketers to be focusing on 12 months and three years from now.

Future Marketing Tactics

40%37% 39%

45% 43% 45%

54%49%

52%

44%40% 40% 39% 39% 39% 38% 37% 36%

Next 12 months Next 3 years

46%

45%

40%

41%

44%

40%

52%

36%

48%

37%

52%

37%

55%

36%

49%

38%

57%

32%

EMEA


23% 24%26% 26% 26% 27% 28% 28%

30%

Areas identified as critical in the years to come are the areas where performance is lowest

QT9a. Please tell us how well you feel your company is currently performing on each of the following.

Company Performance – Bottom 9 (% Top Three Box)

23% 23% 28% 25% 27% 26% 31% 28% 28%

EMEA


Lack of resources and budget are the key barriers holding marketers back

QT20. What are some of the barriers to becoming the marketer that you aspire to be?

Barriers to Success

My company not experiencing market success

Company resistance trying new programs that may fail

Dysfunction and friction over priorities across the company

My marketing skills falling behind

Organizational inability to adapt

Demands outside of work

Lack of training in new marketing skills

Lack of resources/budget

13%

16%

16%

17%

18%

19%

30%

41%

Lack of resources/budget was also the top concern in

2014EMEA

42%

28%

14%

15%

11%

19%

22%

12%

APPENDIX


51%

41%

32%

15%

49%

59%

68%

85%

Changes are seen as an opportunity and the beginning of a golden age of marketing…

Q19. Which of the following best describes how you feel about the changes happening within the marketing industry?

Feelings Towards Changes in the Marketing Industry

I see the marketing changes as…

OpportunityThreat

Are we at the beginning or end of a golden age in marketing?

BeginningEnd

Well prepared

How prepared are you for the changes in marketing?

Underprepared

Driver

Are you a driver or passenger of change?

Passenger

Opportunity: 87%Beginning: 72%

Well prepared: 64%Driver: 54%

EMEA


Marketers feel they have the skills and are prepared to implement new technologies

Q1. How well does each of the following statements apply to you and your career as a marketer?

I feel intimidated by marketers with more advanced digital marketing skills

I worry about my ability to keep up with new technology

I primarily rely on data when making decisions about marketing strategies

I primarily rely on my intuition when making decisions about marketing strategies

I am proud to introduce myself as a marketer

I am very happy in my career as a marketer

I am prepared to implement latest technology into everything I do as a marketer

I feel I have all the necessary skills to perform my job successfully

31%

33%

47%

50%

53%

55%

58%

61%

Self Assessment (% Top Two Box)EMEA

65%

64%

61%

52%

45%

47%

30%

24%


1 in 2 claim to have heard about a new marketing channel or term within the past month

Q2. When was the last time you heard about a marketing channel or term (technology, social media site, etc.) that you were not familiar with?

13%

37%33%

14%

3%

Never

Past year

Past month

Past week

Yesterday

Familiarity with New Marketing Terms

35% of EMEA claim to have heard

about a new marketing channel or term in the past

month or year


Many see organizational structures as not well set up to meet marketing changes

Q25. How well is your company’s organization structure set up to meet the changes happening within marketing today? What about for the changes in marketing 3 years from now?

68%Well set up

32%Not well set up

How well is your company’s organization structure set up to meet marketing changes?

42%

29%

32%

66% of EMEA believe

company structures are

well set up


70%64% 64%

56%

46%39% 39%

35%

56%52% 54%

49%55%

67%

53%57%

Confidence Performance

For new technologies, marketers’ confidence in preparedness to deliver falls below actual performance

Q31. In your opinion, how well do you deliver a consistent customer experience across each of the following devices or channels?Q32. How confident are you that you are prepared to deliver a consistent customer experience across each of the following devices or channels?

Performance vs. Confidence in Devices/Channels (% Top Two Box)

77%

53%

66%

49%

73%

52%

68%

54%

49%

50%

44%

53%

39%

54%

43%

54%

EMEA


42%

39%

34% 34% 34%33% 32%

30% 30%

Traditional marketing is where marketers feel performance is strongest

QT9a. Please tell us how well you feel your company is currently performing on each of the following.

Company Performance – TOP 9 (% Top Three Box)

44% 37% 35% 35% 29% 33% 30% 31% 31%

EMEA


2 in 3 marketers feel they have the necessary skills to perform successfully

Q33. Do you feel you have all the necessary skills and tools to perform your job successfully?

Do you feel you have the necessary skills and tools to perform your job successfully?

60%Yes

40%No

66% of EMEA believe they have all the skills and resources needed for

success as a marketer


While many realize the need for skill development, 41% plan to learn from experimentation

Q35. How do you plan to acquire the skills, tools, and resources needed to perform your job successfully? Select all that apply.

Other

Follow established process - "how things have always been done"

Learn from marketing colleagues in my company

Learn from industry analysts/research reports

Learn from professional industry associations/communities

Learn from industry publications/websites

Learn from industry peers from other companies

Learn from attending training seminars

Experimentation or trial and error

4%

14%

26%

29%

32%

33%

39%

39%

41%

Skills Training EMEA

36%

44%

37%

29%

26%

28%

28%

12%

3%


Communication across channels and talent recruitment rise to the top as key for effectiveness

QT28. Which specific behavior do you think will make the biggest difference in determining marketing effectiveness for your company 12 months from now? (Please select one only)

Ability to develop campaigns faster

Elevating the visibility and influence of marketing within the company

Ability to train on new skills

Willingness to take more risks

Ability to measure and learn from campaign effectiveness

Better methods/data

Openness to engaging directly with customers

Change the way we communicate with our customers

Hire the right talent to fill in gaps in experience or expertise

Ability to work better across channels - web, mobile, social, etc.

6%

6%

7%

8%

8%

8%

9%

9%

11%

16%

Future Determinants of Marketing Effectiveness EMEA

14%

9%

11%

9%

8%

7%

7%

7%

9%

5%


Over 1 in 3 believe that partnerships with sales are critical in making digital marketing work…

Sales IT New product development Finance Human resources Other

34%32%

15%

10%

6%3%

Most Critical Partners in Digital Marketing

Q37. Which is the most critical business partner or business function you need to work with to make sure your digital marketing works? (Select one)

37% 30% 16% 9% 6% 2%

EMEA


…And integration across business functions can be improved

Q38. How is your marketing department’s current working dynamic with each of the following business functions?

Sales New product development IT Finance Human Resources

7% 11% 14% 13% 15%

38%44% 43% 47%

49%

55%45% 43% 40% 36%

Poor Average Excellent

Dynamic between Marketing and Other Departments

54% 44% 42% 33% 30%% Excellent

EMEA

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